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What Would Janet Ask? Image from VH1.com
Janet Jackson once asked “What Have You Done For Me Lately?” Business owners would do well to imagine their customers and clients asking the same thing.
When you’re announcing a new product or service, web content marketing is your friend. However, just because you’re doing a bit of self-promoting doesn’t mean the content is all about you. The key is to continue thinking about things from the audience’s frame of mind.
The truth is, people don’t really want your product (sorry) – they want what it does for them. A common mistake marketers and writers make is that they list the service or product features rather than focusing on the real-world benefits they bring (the true goal of the customer).
For example, let’s say you’re keen to buy the latest electric toothbrush. You find one and read the online description. The content might say:
The SuperBrusher Toothbrush makes brushing a breeze! The powerful 3.8 motor moves over 1,000 SuperClean® Bristles – the most bristles of any toothbrush on the market! What’s more, this toothbrush is equipped with an LCD display with timer, rubber ergonomic handle and a tongue scraper on the back. A rechargeable base keeps the SuperBrusher charged at all times.
Say it with me: Who cares.
The reader is left to imagine for themselves what these features will do for them. Think about it for a moment – when someone buys a toothbrush, what are they really looking for?:
- A more youthful look, thanks to a whiter smile
- Fresh, enjoyable breath
- Avoid cavities, gum disease and a painful / costly trip to the dentist
- Save time in their morning routine
As the writer, it is your job to connect the dots between the product features and the product benefits. Will the “SuperClean® Bristles” clean teeth better and faster – providing healthier gums, whiter, youthful smiles – and in less time? Yes? Then say it!
Take a look at the product or service you need to write about, channel the spirit of 1986-era Janet Jackson, think about the answer – and then write.
Looking for more writing tips to make your web content more effective? Check out ideaLaunch’s Content Marketing Tip Center.
Tags: audience, content marketing, marketing
[...] a couple of benefits. First of all, it’s the perfect avenue for you to emphasize your product’s benefits, rather than just list features. Second of all, it can be optimized to make it easier for readers [...]
I think you hit the nail right on the head! Almost every product description, which they want you to buy focuses on the features. More this, more that, less of that. But as you say the customer wants to know what is the benefit to them! You have to give the features but a stronger focus on benefits to the buyer will sell more product or service. Great post.